Why Build a PM Portfolio?
Your resume says what you did. Your portfolio shows how you think. While resumes are filtered in seconds, portfolio case studies let hiring managers see your actual approach to product problems—your research methods, decision frameworks, and ability to drive results.
For career changers and new PMs, a portfolio is essential. Without PM job titles on your resume, you need another way to prove your product skills. Even for experienced PMs, a portfolio demonstrates depth that bullet points cannot convey.
The good news: you don't need years of PM experience to build a strong portfolio. Side projects, product teardowns, and volunteer work can all demonstrate PM skills. What matters is showing your thinking, not your job title.
Portfolio Structure
A PM portfolio doesn't need to be complex. These four sections cover everything a hiring manager wants to see.
About / Introduction
Quick context on who you are and what you bring
Include:
- •Brief professional summary (2-3 sentences)
- •Your PM philosophy or approach
- •What types of products/problems interest you
- •Current role and what you're looking for
Tip:
Keep it concise. This is a teaser, not your life story. Let your case studies do the heavy lifting.
Case Studies
Deep dives demonstrating your product skills
Include:
- •2-3 detailed project write-ups
- •Each showing different skills or contexts
- •Visual artifacts (wireframes, metrics, etc.)
- •Clear results and learnings
Tip:
Quality over quantity. Each case study should tell a complete story with your unique perspective.
Quick Wins / Highlights
Shorter examples showing breadth
Include:
- •Bullet-point achievements with metrics
- •Notable launches or milestones
- •Skills demonstration beyond case studies
- •Leadership or cross-functional work
Tip:
Good for showing range without the depth of full case studies. 3-5 highlights is plenty.
Contact / Next Steps
Make it easy to reach you
Include:
- •Email address
- •LinkedIn profile
- •Resume download link
- •Calendar link for coffee chats (optional)
Tip:
Clear call-to-action. What do you want someone to do after viewing your portfolio?
Case Study Template
Each case study should follow this structure. Total read time: ~5 minutes. The reader should understand your problem, process, and results clearly.
Overview
Hook the reader with context and results upfront
Problem
Set up the challenge you were solving
Process
Show how you approached the problem
Solution
What you actually built or shipped
Results
Prove the impact
Learnings
Show reflection and growth
Portfolio Project Ideas
Don't have PM experience to showcase? Create your own. Here are project ideas that demonstrate PM skills at any experience level.
Product Teardown
BeginnerAnalyze an existing product and propose improvements
Example: Redesigning Spotify's playlist creation experience to increase shares by 2x
Side Project
IntermediateBuild something from scratch documenting all product decisions
Example: Built a habit tracking app, grew to 1K users, documented product decisions and pivots
Feature Spec
BeginnerWrite a detailed PRD for a feature you wish existed
Example: Complete PRD for adding collaborative playlists to Apple Music
Nonprofit/Volunteer
IntermediateDo real PM work for an organization that needs help
Example: Led product for local food bank's online ordering system, reducing wait times 50%
Work Project
AdvancedDocument a real project from your job (with permission)
Example: How I reduced checkout abandonment 23% at [Company]—approach and learnings
Product Strategy
AdvancedDevelop a comprehensive strategy for a product or market
Example: 3-year product strategy for Notion to expand into enterprise
Where to Host Your Portfolio
The platform matters less than the content. Choose based on your time, skills, and preferences.
| Platform | Pros | Cons | Best For |
|---|---|---|---|
| Notion |
|
| Most PMs—quick to set up, professional results |
| Personal Website |
|
| Technical PMs or those who enjoy web development |
| Google Sites |
|
| Quick portfolio with minimal effort |
| Squarespace/Wix |
|
| Visual presentation matters for your target roles |
Making Your Portfolio Stand Out
✓Do These Things
- •Show your unique perspective and voice
- •Include real artifacts (wireframes, specs, analyses)
- •Be specific about tradeoffs and decisions
- •Quantify impact wherever possible
- •Include failures and learnings
✕Avoid These Mistakes
- •Generic case studies anyone could write
- •All successes, no challenges or learnings
- •Too much focus on design, not product thinking
- •Vague outcomes without metrics
- •Overcomplicating the platform/design
Frequently Asked Questions
Do I need a PM portfolio to get hired?
A portfolio is not strictly required, but it significantly helps—especially for career changers, new PMs, or anyone competing for competitive roles. A portfolio provides tangible evidence of your product thinking and skills that a resume cannot convey. Senior PMs with strong work history may rely more on references and interviews, but even experienced PMs benefit from having portfolio pieces ready to share.
What if my work is confidential and I cannot share it?
This is common. Options include: (1) Get permission to share sanitized versions with sensitive data removed, (2) Create fictional case studies using real methodologies but fake data, (3) Do side projects or volunteer work you can fully share, (4) Write about your process and approach without revealing proprietary details, (5) Focus on publicly available work like app store improvements or public-facing features.
How many case studies should my portfolio have?
Quality over quantity. 2-3 strong, detailed case studies are better than 5-6 shallow ones. Each case study should demonstrate different skills or contexts (e.g., one 0-to-1 product, one optimization project, one technical product). Choose projects that best represent your strengths and the types of roles you want.
Should I build my own portfolio website?
A custom website is impressive but not necessary. Alternatives include Notion (most popular for PM portfolios), Google Sites, Squarespace, or even a well-organized Google Drive folder. What matters is the content quality, not the presentation technology. If you enjoy building websites, go for it. If not, use a simple tool and focus on the content.
What if I have no PM experience for my portfolio?
Create your own experience: (1) Build a side project and document your product decisions, (2) Do a teardown/improvement of an existing product, (3) Volunteer for a nonprofit that needs product help, (4) Create a spec for a feature at your current company (even if not implemented), (5) Analyze a product failure and propose solutions. Interviewers value demonstrated thinking, not just job titles.
How detailed should each case study be?
Detailed enough to show your thinking process, but concise enough to respect the reader's time. A good case study is 800-1500 words (3-5 minute read) with visuals. Include: context, problem, your approach, key decisions with rationale, results, and learnings. Use the STAR method (Situation, Task, Action, Result) as a framework.
Should I include failed projects in my portfolio?
Yes—with the right framing. A thoughtful analysis of a failed project shows maturity and self-awareness. Focus on what you learned, how you identified it was failing, decisions you would make differently, and how you applied those learnings. Interviewers often find failure stories more insightful than pure successes.
How do I make my portfolio stand out?
Focus on specificity and insight. Generic case studies that could be written by anyone do not stand out. Show your unique perspective: unconventional approaches you took, hard tradeoffs you navigated, metrics you specifically moved. Include artifacts like actual wireframes, specs, or data analyses you created. Your voice and thinking should be evident throughout.